2. Brands & Branding

7. Brands & Branding Brand Promise Communicates the benefits of the brand and the brand experience.

16. Brands & Branding How a Brand is Built - A Brand’s Name Brand names can take on various strategies. From companies such as General Motors and Proctor & Gamble (that are basically umbrella companies to sub brands) to product specific brands such as Adidas, Coke and Microsoft, they all have various functions to achieve. Sony Walkman PlayStation Bravia

18. Brands & Branding How a Brand is Built - A Brand’s Name (continued) As brands have grown over the past few decades the name has become more important. Brands such as Proctor & Gamble’s product brands, Duracell Batteries and Bounty Paper Towels, have created names that tell a story and communicate the positive aspects of the brand.

20. Brands & Branding How a Brand is Built - A Brand’s Name (continued) This works effectively in markets that are included in the overall business of the brand. Great examples of this are the products that Apple has and its I series including iPod, iPhone, iBook and iMac. All the products continue the Apple branding as well as the attributes.